FOR THOSE who ask, "What liberal media?" when conservatives cry foul, it appears that the "big three" networks authoritatively answered that question with slanted broadcasts favoring John Kerry in the beginning months of an exceptionally lengthy campaign season.
Mediachannel.org, a media watchdog group (typically oriented left of center), reported in a March 11 news alert, titled "TV News Runs Hot for Kerry, Cold for Bush," "Network news broadcasts in January and February contained on average nearly three times more negative news statements about President Bush than about Senator John Kerry." The information was provided by Media Tenor International, an organization that analyzes news content.
Quantitatively, ABC, CBS and NBC broadcasts contained more negative statements about Bush than positive, and more positive statements about Kerry than negative. According to the study, "Of the 2,895 statements made about Bush during the nightly half-hour network broadcasts, Media Tenor analysts counted 834 (or 28.8 percent) of statements as negative. Only 10.4 percent of the 1191 network statements about Senator Kerry were negative." The report indicated that Kerry received more than 35 percent of positive coverage, compare to 11.9 percent for Bush.
While this study only provided data from January and February, the continuation of the trend shows no sign of cessation. Last Wednesday, presumptive Democratic nominee Sen. John Kerry, D-Mass., uttered this statement to supporters at an event: "We are going to keep fighting. We are just beginning to fight here. These guys are, these guys are the most crooked, you know, lying group I've ever seen. It's scary." A Kerry aide later clarified "these guys" as "the Republican attack machine."
What did he mean by this comment? Perhaps he is insinuating that the Republicans and the Bush administration are guilty of criminal wrongdoing. If so, he should back up his claim with evidence. Maybe he is complaining about Bush's criticism of his voting record, in which case he should toughen up, and also be reminded that he has been blasting Bush for about a year. After all, this is a heated race for the highest political position in the world; he should be able to handle some legitimate confrontation.
Not surprisingly, little to no coverage of this statement was present on the major news networks. The sparse mention of the story didn't paint Kerry in a negative manner in any way. According to the National Journal Earlybird report, which details the nature of the nightly news and the time allotted to each story on the "big three" networks, on March 10, the day Kerry made the comments, ABC World News Tonight led with a piece on Bush's campaign stop in Ohio and a short package titled "Kerry Says He'd Create New Incentives To Create Jobs." The tease to the broadcast was, "The president contends with angry and worried voters today." Kerry's statement wasn't mentioned until the very end of the fourth news story.
CBS Evening News also played the video clip, albeit sandwiched in between a story on negative campaign ads run by 527 groups, which was in the third slot.
NBC Nightly News actually ran Kerry's statement in the lead story, but only after describing Bush's Ohio campaign trip as an attempt to "convince" voters that he understands the job market.
On the following evening, the story was all but forgotten; ABC and CBS didn't reference it at all, and NBC ran "Kerry Won't Take Back Off-Mike Comments; New Anti-Kerry Ad Runs" 11th in its lineup.
It is not uncommon for politicians to make off-the-cuff remarks, intended for only a handful of people to hear, unaware that their microphone is on, although Kerry aides now say he was aware. In the 2000 presidential campaign, then-candidate George W. Bush blasted New York Times reporter Adam Clymer, calling him a "major league a**hole." He was speaking solely to VP running mate Dick Cheney, who replied, "big time," but a nearby microphone picked up the comments.
However, the coverage of this statement diverges drastically from the Kerry comment. ABC, NBC and CBS reported Bush's remark heavily in the news rotations, all leading with the story on Sept. 4, 2000.
The Media Research Center compiled transcripts of the network broadcasts. ABC World News tonight led with, "Increasingly, Governor Bush is seen to be falling behind in the polls, which may test his often-stated desire to bring a new tone of civility to politics. Well today he was caught on tape with a decidedly uncivil comment."
NBC Nightly News contained the following in its lead story: "Governor Bush may have stepped on his message of restoring honor and dignity to the White House today when a microphone caught him making an undignified remark about a newspaper reporter."
CBS Evening News also played the clip in its lead story about the candidates' schedule for that day (Labor Day). On the next day, anchor Dan Rather went off on a tangent. He said, in part, "On one bit of campaign meanness and nastiness in particular, George Bush now says he's sorry his gutter-language and personal attack was picked up by a microphone at a campaign stop yesterday, but he refuses to apologize for the substance of his comment."
Reporters hounded and questioned Bush about his off-color remark for days, demanding an apology. Kerry, on the other hand, received few inquires about the connotations of his remarks.
Hopefully, the networks will shift toward more evenhanded treatment of both contenders. Granted, it is early in the election season, and Kerry just emerged as the Democratic nominee a few weeks ago. As Politics Prof. Larry J. Sabato queried of the media, "Will they hammer Kerry as hard when his time comes (and it will)? We don't know the answer to that yet."
Whitney Blake is a Cavalier Daily associate editor. She can be reached at wblake@cavalierdaily.com.
Read More
UPADHYAYA: The Great and not-so-Good sides of U.Va.’s 2030 housing plan
By Apal Upadhyaya | YesterdayInstead of improving the dire state of existing infrastructure, however, the University has shifted attention away from it and chosen to expand.
EDITORIAL: Support low-barrier shelters in Charlottesville
By Editorial Board | 2 days agoInvesting in low-barrier shelters now will pay off in increased stability for the homeless, which will undoubtedly improve the safety of shelters and the community writ large.
SHRAUGER: McIntire’s three-year model limits opportunities for first-year students
By Alex Shrauger | 4 days agoBy pigeonholing students into commerce so early, the University violates its own mission of providing a holistic education that produces students capable of succeeding in a variety of fields.
